Focusing investors on what’s really important

My role
Lead designer

About the client
DineEquity is a global leader created after IHOP purchased Applebee’s. These two brands, are number one in their respective categories. DineEquity is the only restaurant company with this record. Their core expertise in brand revitalization and franchising know-how has defined the financial success of their business in recent years. Applebee’s and IHOP are the category leaders in casual and family dining.

Challenge
After the purchase of DineEquity purchased Applebee’s in 2008, many people thought it was a mistake. They thought it was like a fish swallowing a whale. 5 years later, all of the naysayers were proven wrong. They hit every goal at ever step of they way and their stock performance was outstanding. The question then became, what’s next? How are you going to keep succeeding? Their competitors were dazzling the analysts with their record of top-line growth, a metric that DineEquity can’t and won’t be competing on.

Solution
Change the story. Focus on what DineEquity does best: create strong total return on it’s category leading brands. Growth is great and appealing, but when you look at the whole picture the total return, the story looks quite different and DineEquity really shines against it’s faster growing competitors. What’s their secret? They’re innovators, and they excel at creating brands that are beloved around the world. Delight delivers dollars. And no one has more beloved brands than DineEquity.

Results
DineEquity’s annual reports are as delightful and appealing as their brands. They show investors, potential investors, franchisees and potential franchisees how they go about creating these unique brands and how they achieve such significant financial performance year after year. They also give their CEO, Julia Stewart a platform for her to showcase what she and her team have built together.

Impact
DineEquity enjoys an exemplary reputation with analyst’s and investors. Their CEO, Julia Stewart is very highly regarded for her remarkable accomplishments doing what many thought could not be done. She she continues to be a transformative leader.


Design exploration

final annual report


Design exploration

final annual report